What is Digital Marketing?

Why You as a Business Owner Should Care About the Strategy Behind Digital Marketing

Have you ever heard someone on social media say that you can earn six figures on the side by taking their “digital marketing” course or by becoming a “digital marketer?” Have you then subsequently wondered, “what does that even mean?” 

Yeah, you and about 75% of the people who see those ads.

With so much noise around the term, it’s no wonder it feels confusing, especially if you’re someone selling your time, energy, and talent trying to understand how digital marketing applies to your business, and how it fits in to an already busy schedule. 

In this blog, I'll break it all down: what digital marketing really means, how it applies to your business and sustainable growth, and why you need to be really choosy about the person you are deciding to collaborate with for any marketing efforts (digital or otherwise). 

What is digital marketing?

Digital marketing is everything you do online to help people find your business, understand what you offer, and go from window shopping to actually hiring you; before you even have the opportunity to speak with them. 

Traditional marketing, in contrast, relies on physical, tangible items like flyers, magazine or newspaper ads, business cards, and even word-of-mouth referrals. 

However, here’s where the lines blur: even businesses that rely heavily (or exclusively) on referrals are still relying on digital marketing, because referred clients almost always look you up online before reaching out. 

So really, what it comes down to is, digital marketing is all about putting your best foot forward online for people whom you don’t even know are looking.

What goes into Digital Marketing?

Digital marketing isn’t a single tactic or platform, it’s a collection of strategies and tools that work together to support your business goals. Keep in mind, it’s not the same across the board, as every industry will have some efforts that will be more impactful than others, based on their services and ideal clients. 

Some of the components that are included in the scope of digital marketing are:

Website

Your website is the one place online that tells the whole story of you and your business. Think of it as your digital home base. It should clearly communicate who you are, what you do, who you help, and why someone should work with you. When built well, your website does more than just look good; it builds trust, answers questions, and makes a sales pitch on your behalf.

Search Engines

Search engine optimization (also known as SEO) helps determine how and where you show up when people are actively looking for what you offer. This is one of the most powerful ways to control your narrative online. Your visibility in search results is influenced by a lot of factors like your website structure, content quality, keywords, consistency, and directories. When SEO is done right, it allows potential clients to find you at the exact moment they need you.

Email Marketing

Email Marketing is a tactic that allows you to use email to speak to the masses (that have already raised their hand and said they want to hear from you) and continue to stay top of mind with those "warm" leads. That way, they remember they already know someone who does the thing that they need, when they need it. While email has the potential to feel spammy if misused, it remains one of the most effective digital marketing tools when it’s intentional, relevant, and relationship driven.

Social Media

It seems you can’t turn a corner without someone telling you to follow them on social! While it can feel (read: be) noisy, social media is a foundational piece to creating a community and another way to get in front of people authentically. Many people use social media as a search engine, and your message there helps to solidify your brand values, what you do, and who you are. When people feel like they know you, they’re more likely to hire because you are no longer a stranger.

Paid Advertising

Paid advertising is typically used when you have a specific goal and want to reach a larger audience more quickly. It’s used most commonly on social media, but there are other platforms (like search ads) that can apply to different businesses. When done intentionally, paid advertising can support product launches, lead generation, and other growth efforts by putting your message in front of the right people at the right time.

Side note: Consider these tactics and what makes the most sense for you if you’re building out an annual marketing plan.

What digital marketing is NOT

A lot of business owners believe that digital marketing is just “being online” and making sure to dominate everything you can get your hands on. That mentality tends to lead to overwhelm and unnecessary overspending with little to no return. Digital marketing is not a one-size-fits-all approach! Different industries, audiences, and business models require different approaches and applying the wrong strategy to the wrong audience is one of the fastest ways to burn time and money.

For example, how you communicate with an older generation will look very different from how you speak to a younger one. The platforms they use, the language that resonates, and the level of trust required before they take action all vary. Effective digital marketing takes those nuances into account rather than forcing a generic approach.

Why should you care about digital marketing?

As I mentioned before, even a warm referral rarely turns into an immediate phone call. Before reaching out, most people will look you up, and if what they find does not match what they are expecting or what they’ve been promised, they’re not going to connect. Prospects want to confirm that you’re credible, professional, and that your business offers exactly what they’re looking for. 

A thoughtful digital marketing strategy helps eliminate that friction. It ensures you’re visible to your ideal clients, reinforces trust, and allows you to shape the narrative they’re experiencing before they ever speak to you. When done right, your online presence answers common questions, sets expectations, and helps people understand exactly when (and why) they should reach out. 

The Difference for Effective Digital Marketing is Strategy

When digital marketing becomes truly powerful is when it’s rooted in strategy. That means taking the time to clearly define who you’re trying to reach, what they care about, and how they prefer to engage. When your efforts are intentional and aligned with your audience, marketing stops feeling scattered and starts working for your business instead of draining it.

If you focus on nothing else, start with a strong website—one that clearly explains what you do, speaks to the people you want to work with, reflects your expertise, and makes it easy to get in touch. That foundation alone can go a long way in building trust and clarity.

From there, the goal is intention over volume. You don’t need to be doing “all the things” because all the things don’t necessarily apply to you and your business. 

The Right Partner for Digital Marketing

If you decide to bring in outside support, it’s worth working with someone who understands the strategy behind digital marketing, not just individual platforms or trends. The right partner will help you see the bigger picture, ask the right questions, and guide you toward decisions that actually support your goals.

I’ve been working in digital marketing since 2010 and have worn just about every hat imaginable, from receptionist to Director of Operations. I’ve worked with multiple industries and touched practically every piece of the marketing puzzle. What I’ve learned is this: the strategies don’t drastically change from industry to industry; what changes is how you use them and which efforts are aligned with the people you’re trying to reach.

When you’re ready to take a step back and take a hard look at your marketing strategy, I’d love to collaborate with you! Get started by scheduling a free consultation to make sure we’re a good fit.